Towards a Small Sustainable Tourism Destination Through Zero Waste: Evidence and Development Strategy of Udjo Ecoland, Indonesia

Recent studies are focusing on integrated sustainable tourism through zero waste concept in response to climate change and unsustainable tourism.Therefore, this study aimed to examine the application of zero waste concept at Udjo Ecoland, a small tourism destination, and propose strategic methods for sustainable tourism development.Using a qualitative case study and indepth representative data of SWOT-TOWS Matrix-AHP analysis, the result showed that further improvement in waste management was needed despite the initiation of zero waste program by Udjo Ecoland.SWOT-TOWS Matrix-AHP analysis results suggest the following development strategy priorities: (1) promoting staff participation and training, (2) developing environmental education and zero waste awareness, (3) developing internal policies and regulations, (4) developing broader collaboration and partnership, (5) market expansion and increasing sales, (6) further study on inorganic waste treatment.These strategies, specifically designed and assessed for Udjo Ecoland, are relevant and have potential benefits for other small tourism destinations with similar concepts, providing a valuable reference point for broader industry implications.